Senior, Weight Management and Special Needs Pet Products in the U.S.

Table of Contents

Chapter 1: Executive Summary

• Introduction
  • Scope of Report
    • Four Product Categories
  • Report Methodology
• Market Trends
  • U.S. Retail Sales Top $4 Billion in 2008
  • Food the Largest Category, But Medications Gaining
  • Market Share by Retail Channel
    • Figure 1-1: Share of U.S. Retail Sales of Senior, Weight Management and Special Needs Pet Products by Category, 2004 vs. 2008 (percent)
  • IRI-Tracked SWM Pet Food Dollar Sales Up, Volume Sales Down
  • Market Outlook
• Marketing Trends
  • A Multicategory Market
  • Pet Food at the Core
  • Competitive Structure of Overall Market
  • Pet Food Market Provides Solid Base for Senior and Weight Management Foods
  • Formulations and Ingredients
  • Product Package Tags and Marketing Claims
  • Top Global Pharmaceutical Marketers Heavily Investing in Pet Medications
  • Devices Encompass Myriad Products Concentrated in Five Segments
  • Joint/Senior Products Are Most Extensive Supplements Category
• Consumer Trends
  • 20% Use Light/Weight Management or Senior Formulas
  • Dry Light/WM Formulas Surpass Senior Formulas
  • White Collar Draw for Light/WM Formula Dry Dog Foods
    • Figure 1-2: Household Purchasing Rates for Light/Weight Management Dry and Canned Dog and Cat Food: 2004 vs.
  • 2008/09 (percent of U.S. households with dogs or cats)
  • Patterns for Pet Supplements and Weight Control Treats
  • Light/WM and Senior Crowd Are Prime Pet Owners

Chapter 2: Market Trends

• Introduction
  • Scope of Report
  • Four Product Categories
  • Report Methodology
• Market Size and Composition
  • U.S. Retail Sales Top $4 Billion in 2008
    • Table 2-1: U.S. Retail Sales of Senior, Weight Management and Special Needs Pet Products by Category, 2004 vs. 2008 (in millions of dollars)
  • Food the Largest Category, But Medications Gaining
    • Figure 2-1: Share of U.S. Retail Sales of Senior, Weight Management and Special Needs Pet Products by Category, 2004 vs. 2008 (percent)
  • Market Share by Retail Channel and Category
    • Figure 2-2: Share of U.S. Retail Sales of Senior and Weight Management Pet Food by Distribution Channel, 2008 (percent)
  • IRI-Tracked SWM Pet Food Dollar Sales Up, Volume Sales Down
    • Table 2-2: IRI-Tracked Dollar Sales of Senior and Weight Management Pet Food, 2003-2008 (in millions of dollars)
    • Table 2-3: IRI-Tracked Volume Sales of Senior and Weight Management Pet Food, 2003-2008 (in millions)
  • Sales by Segment and Animal Type
    • Figure 2-3: Share of IRI-Tracked Sales of Senior and Weight Management Pet Food by Type: Weight Management vs. Senior, 2003-2008 (percent)
    • Table 2-4: Share of IRI-Tracked Sales of Senior and Weight Management Pet Food: Dog Food vs. Cat Food, 2003-2008 (percent)
    • Table 2-5: 2004-2008 and 2003-2008 Compound Annual Growth Rates, Dollar Sales Gains and Share of Total Growth in IRI-Tracked Sales of Senior and Weight Management Pet Food (in millions of dollars and percent)
  • Dog Food Dollar and Volume Sales
  • Cat Food Dollar and Volume Sales
    • Table 2-6: IRI-Tracked Dollar Sales of Senior and Weight Management Dog Food by Type, 2003-2008 (in millions of dollars)
    • Table 2-7: IRI-Tracked Volume Sales of Senior and Weight Management Dog Food by Type, 2003-2008 (in millions)
    • Table 2-8: IRI-Tracked Dollar Sales of Senior and Weight Management Cat Food by Type, 2003-2008 (in millions of dollars)
    • Table 2-9: IRI-Tracked Volume Sales of Senior and Weight Management Cat Food by Type, 2003-2008 (in millions)
• Market Outlook
  • Senior, Weight Management Products Underpin Broader Industry Focus on Pet Health
  • A Recession-Resistant Market
    • Table 2-10: Percent of Pet Owners Who Anticipate Spending Less on Pet Food/Supplies or Pet Services in Next 12 Months, February 2009
    • Table 2-11: Mean Veterinary Expenditures: By Human/Animal Bond Among Dog and Cat Households, 2006 (in dollars)
    • Figure 2-4: Share of Total U.S. Pet Market Expenditures: $70K+ vs. Under $70K Income Brackets, 1997-2007 (percent)
    • Figure 2-5: Share of U.S. Pet Market Expenditures by Category: $70K+ Income Bracket Households, 1997 vs. 2007 (percent)
  • The Aging Pet Population
    • Figure 2-6: Percentage of Dogs and Cats Age 6 and Over: 1996 vs. 2006 (percent)
  • Pet Overweight, Obesity Contribute to Chronic Conditions
    • Table 2-12: Percentage and Number of Overweight and Obese Dogs and Cats, 2008
    • Table 2-13: Percentage and Number of Overweight and Obese Dogs and Cats, 2007
  • Increasing Consumer Awareness of Pet Overweight, Obesity
    • The Association for Pet Obesity Prevention (APOP)
    • The Hill' s/AVMA Alliance for Healthier Pets Program
    • Other Marketers Also Tackling the Issue
    • Trade Media on Board in Promoting Awareness
  • Consumer Interest in Functional Pet Foods Strong and Growing
    • Table 2-14: Use of Specially Formulated Dog Food: 2004, 2006 and 2008 (percent)
    • Table 2-15: Use of Specially Formulated Cat Food: 2004, 2006 and 2008 (percent)
    • Table 2-16: Percentage of Dog and Cat Owners Who Purchased Fortified Pet Food in the Past 12 Months: 2002, 2004, 2006 and 2008 (percent)
  • Pet Food Labeling Requirements and Calorie Statements
  • Sales of Pet Medications Going Strong
    • Figure 2-7: U.S. Retail Sales of Pet Medications: 2003, 2007 and 2012 (in billions of dollars)
  • Pet Supplements on the Ups
    • Figure 2-8: U.S. Retail Sales of Pet Supplements and Nutraceutical Treats: 2003, 2007 and 2012 (in millions of dollars)
  • Increased Veterinary Focus on Senior, Overweight Pets
  • Senior, Healthy Weight Also a Focus for Other Pet Care Service Providers
  • Looking Abroad
  • Projected Market Growth
    • Table 2-17: Projected U.S. Retail Sales of Senior, Weight Management and Special Needs Pet Products by Category, 2008 vs. 2013 (in millions of dollars)
    • Figure 2-9: Projected Share of U.S. Retail Sales of Senior, Weight Management and Special Needs Pet Products by Category, 2008 vs. 2013 (percent)

Chapter 3: Marketing Trends

• Introduction
  • A Multicategory Market
  • Pet Food at the Core
    • Table 3-1: Number of New Senior and Weight Management Pet Product Reports, 2005-2009
    • Table 3-2: Marketers of Senior Pet Products by Cumulative Number of New Product Reports and SKUs, 2005-2009
    • Table 3-3: Marketers of Weight Management Pet Products by Cumulative Number of New Product Reports and SKUs, 2005-2009
  • Competitive Structure
• Pet Food
  • Most Weight Management, Senior Pet Foods Part of Major Brand Lines
    • Table 3-4: Number of New Senior and Weight Management Pet Product SKUs, 2005-2009
  • Competitive Activity Divided Between Mass-Market, Pet Specialty, and Veterinary/Professional Channels
  • Nestle Purina' s Mass-Market Lead Carries Over into Weight Management, Senior Foods
    • Table 3-5: Marketer Shares of IRI-Tracked Dollar Sales of Weight Management and Senior Dog and Cat Food by Type, 2003-2008 (percent)
    • Table 3-6: Marketer Shares of IRI-Tracked Dollar Sales of Weight Management and Senior Dog Food by Type, 2003-2008 (percent)
    • Table 3-7: Marketer Shares of IRI-Tracked Dollar Sales of Weight Management and Senior Cat Food by Type, 2003-2008 (percent)
  • Relatively Few $10-Million-Plus Products
    • Table 3-8: Selected Brands of Weight Management Dog Food: IRI-Tracked Dollar, Unit and Volume Sales, 2003-2008 (in millions of dollars)
    • Table 3-9: Selected Brands of Weight Management Cat Food: IRI-Tracked Dollar, Unit and Volume Sales, 2003-2008 (in millions of dollars)
    • Table 3-10: Selected Brands of Senior Dog Food: IRI-Tracked Dollar, Unit and Volume Sales, 2003-2008 (in millions of dollars)
    • Table 3-11: Selected Brands of Senior Cat Food: IRI-Tracked Dollar, Unit and Volume Sales, 2003-2008 (in millions of dollars)
  • Lagging Volume Sales Underscore Price Increases
    • Table 3-12: Average Price Per Unit on Selected Brands of Weight Management Dog and Cat Food, 2003-2008 (in dollars)
    • Table 3-13: Average Price Per Unit on Selected Brands of Senior Dog and Cat Food, 2003-2008 (in dollars)
  • Pet Specialty Channel Offers Rich Selection of Weight Management, Senior Fare
  • Hill' s Teams up with AVMA to Drive Pet Obesity Awareness, Takes on Competitors Online
  • Royal Canin Promotes Healthy Weight in Consumer Advertising
  • Veterinary Products Part of Condition-Specific Lines
  • Purina Sponsors OM Weight-Loss Challenge, Senior Feeding Guidelines
  • Euphemistic Names Increase Consumer Appeal, Skirt Regulations
  • Formulations and Ingredients
  • Protein Paradigm Shifting in Senior Foods
  • New Kibble Textures Blend Soft and Crunchy
  • Indoor Cat Food Further Segmenting
  • Functional Treats Going Strong
  • Alternative Forms and Supplement Cross-Overs
  • Product Package Tags and Marketing Claims
    • Table 3-14: Number of New Senior Pet Product Reports by Top 20 Package Tag/Claims, 2005-2009
    • Table 3-15: Number of New Weight Management Pet Product Reports by Top Package Tag/Claims, 2005-2009
• Pet Medications
  • Top Global Pharmaceutical Marketers Heavily Investing in Pet Medications
  • Pain Management a High Growth Area
  • Obesity/Overweight and Diabetes
    • Pfizer Debuts Slentrol
    • Marketing Appeals
    • Slentrol Goes Abroad
    • Diabetes Support
  • Cognitive Dysfunction
  • Breakthrough Drugs Revolutionizing Cancer Therapy
  • Technology Promises New Options for Geriatric Pets
  • Longevity: Increased Veterinary Focus on Geriatric and Specialized Care for Overweight Pets
  • Canine Rehabilitation Moving Toward Accreditation
  • Hospice Care Another Growing Focus
• Devices and Other Assistance Products
  • Myriad Products Concentrated in Five Segments
  • Marketers Range from Top Overall Market Players to Tightly Focused Specialists
  • Mobility Devices
    • Harnesses and Leashes
    • Ramps and Stairs
    • Wheeled Devices
    • Footwear and Accessories
  • Hygienic Products
  • Bedding
  • Toys
  • Watering and Feeding Devices
• Pet Supplements
  • Competitive Structure
    • PetAg Positions on Senior Segment
  • NASC Spearheading Push Toward Regulatory Status
  • Competition from Functional Pet Foods
  • Expansion from Supplements into Treats
  • Senior Health Products High Up on Canine and Feline Supplement Sales Charts
    • Figure 3-1: Share of U.S. Retail Sales of Dog Supplements by Type: 2009 (percent)
    • Figure 3-2: Share of U.S. Retail Sales of Cat Supplements by Type: 2009 (percent)
  • Joint and Bone Health Products
  • Digestive Health, Immune Support and Probiotics
  • Other Senior Conditions Include Heart, Cognitive, Eye and Bladder Health
  • Condition-Specific Lines Target Multiple Senior Ailments
  • Weight Loss/Maintenance Supplements

Chapter 4: The Consumer

• Notes on Data Sources
• 20% Use Light/Weight Management or Senior Formulas
  • Table 4-1a: Household Purchasing Rates for Light/Weight Management or Senior Products: Dry and Canned Dog and Cat Food: 2004 Through 2008/09 (percent of U.S. households with dogs or cats)
  • Table 4-1b: Number of Households Purchasing Light/Weight Management or Senior Products: Dry and Canned Dog and Cat Food: 2004 Through 2008/09 (in millions of U.S. households with dogs or cats)
• Dry Light/WM Formulas Surpass Senior Formulas
  • Figure 4-1: Household Purchasing Rates for Light/Weight Management Dry and Canned Dog and Cat Food: 2004 vs. 2008/09 (percent of U.S. households with dogs or cats)
• 10% Use Light/WM Formula Dry Dog Foods
  • Table 4-2: Purchasing Rates for Light/Weight Management or Senior Pet Food Products: Dog Owners, 2004 vs. 2008/09 (percent of U.S. households with dogs)
• White Collar Draw for Light/WM Formula Dry Dog Foods
  • Table 4-3: Demographic Indicators for Purchasing of Light/Weight Management Formula Packaged Dry Dog Food, 2008/09 (percent, number and index among dogowning households)
• Older, Retired Skew to Senior Formula Purchasers
• 8% Use Light/WM Formula Dry Cat Foods
  • Table 4-4: Demographic Indicators for Purchasing of Senior Formula Packaged Dry Dog Food, 2008/09 (percent, number and index among dog-owning households)
  • Table 4-5: Demographic Indicators for Purchasing of Senior Formula Canned Dog Food, 2008/09 (percent, number and index among dog-owning households)
  • Table 4-6: Demographic Indicators for Purchasing of Light/Weight Management Formula Canned Dog Food, 2008/09 (percent, number and index among dog-owning households)
  • Table 4-7: Purchasing Rates for Light/Weight Management or Senior Pet Food Products: Cat Owners, 2008/09 (percent of U.S. households with cats)
• Younger Skew for Light/WM Formula Dry Cat Foods
  • Table 4-8: Demographic Indicators for Purchasing of Light/Weight Management Formula Packaged Dry Cat Food, 2008/09 (percent, number and index among cat-owning households)
• Older, Urban Base for Senior and Canned Formulas
  • Table 4-9: Demographic Indicators for Purchasing of Senior Formula Packaged Dry Cat Food, 2008/09 (percent, number and index among cat-owning households)
  • Table 4-10: Demographic Indicators for Purchasing of Senior Formula Canned Cat Food, 2008/09 (percent, number and index among cat-owning households)
• Patterns for Pet Supplements and Weight Control Treats
  • Figure 4-2: Percent of Dog-Owning Households Who Buy Pet Vitamins/Supplements: Overall vs. Light/Weight Management or Senior Formula Pet Food Purchasers, 2008/09 (percent of dog-owning households)
  • Table 4-11: Percentage of Dog Owners Purchasing Treats for Weight Control: By Size of Dog, 2006 vs. 2008
• Light/WM and Senior Crowd Are Prime Pet Owners
  • Table 4-12: Selected Pet Psychographics: Dog or Cat Owners Overall vs. Dog or Cat Owners Who Purchase Light/Weight Management or Senior Products, February 2009 (percent and index)
  • Table 4-13: Use of Natural/Organic Pet Products: Dog or Cat Owners Overall vs. Dog or Cat Owners Who Purchase Light/Weight Management or Senior Products, February 2009 (percent and index)
• Service Oriented Pet Owners Over-Index for Senior, Light/WM Products
  • Table 4-14: Pet Product Shopping Patterns by Retail Channel or Outlet: Dog or Cat Owners Overall vs. Dog or Cat Owners Who Purchase Light/Weight Management or Senior Products, February 2009 (percent and index)
  • Table 4-15: Use of Dog Care Services by Types of Specialty Dog Food Formula Purchased, February 2009 (percent and index)
  • Table 4-16: Use of Veterinary Services by Types of Specialty Dog Food Formula Purchased, February 2009 (percent and index)
  • Table 4-17: Use of Cat Care Services by Types of Specialty Cat Food Formula Purchased, February 2009 (percent and index)
  • Table 4-18: Use of Veterinary Services by Types of Specialty Cat Food Formula Purchased, February 2009 (percent and index) 800.298.5294